Advantages of daily penetration and professional line penetration

With the aggressive entry of foreign brands and the emergence of new domestic brands, the competition in the Chinese cosmetics market has been intensified and reshuffled. As China's economy integrates into the process of global economic integration, the coastal and inland economies are increasingly active, which has triggered changes in people's thinking and lifestyles, and has also driven consumption growth in the industry market.

Under the state of the species, the threshold for entering the daily chemical industry will be further improved, not only requiring the manufacturers to have the corresponding financial strength, but also having a good overall quality ( from brand, product planning to market operation capability ) . Second, the brand manufacturers are required to have A good attitude to the brand's resource integration and market operation, we must not hold the short-sighted behavior of "single shot for one place"; the third is the need to have a unique selling point of product and technology development capabilities as a support to cater to consumer fashion, production and Develop a personalized and serialized product that meets the consumer needs of the target population and has good efficacy. Fourth, it is necessary to focus on cultivating a marketing and service team with high quality and strong technical strength to adapt to changes in fashion trends and to meet modern women to the utmost extent. Personalized, in-depth beauty needs. From the trend of the development of the beauty cosmetics market in the past one or two years, the business model of selling products and taking care of beauty care represents the mainstream trend and development direction of the daily cosmetics industry to a certain extent. Because it better combines the advantages of daily chemical and professional beauty, greatly reduces the operating costs of the store, and provides products and services to consumers at a moderate price. It is believed that more and more modern professionals will be more and more popular. The favor and welcome of the consumer group.

At the same time, in the transformation of people's thinking and lifestyle, the personalized consumption demand of the daily market has gradually become a trend. For example, some cosmetics stores offer DIY -style products and care with reasonable care according to the needs of consumers' skin symptoms and consumption levels . The second is to appreciate the beauty and taste of cosmetics consumption. Although the economic situation and consumption level of modern women are not the same, they are generally optimistic about those cosmetics with good brand image, obvious use effect and moderate price, such as Olay, Maybelline, Avon, Pond's and other foreign brands and domestic brands Ding Jiayi and Jia. Snow, can be collected, poetry, and Dr. Li are good in the market. The third is that the unique segmentation products of the selling point are recognized and welcomed by consumers. Such as eye-catching film, face film series products, Yu Ting's enamel series products and some brands launched eye care, lip care, hand care products and other popular markets. These signs indicate that the complementary advantages of daily cosmetics and professional beauty will become the development trend of the industry, and the development trend of this professional line and daily line is attracting more and more enterprises.

The channel advantage of the daily line is very clear to the industry. As long as you recruit a part of the agent, you can almost spread the product across the country. For companies, this is a fast-rising shortcut. In terms of cost, it can reduce the marketing and promotion expenses of personnel and advertisements during the product launch. In addition, because the agent distribution is a loose "network alliance" composed of dealers in different regions, the dealers in different regions can be said to be independent, so when there is a problem in a certain region, the enterprise can cut off in time without And the whole body" has caused a devastating blow to the company's marketing network.

The drawbacks of the daily line are also obvious to the company. The marketing channel of the distribution agent is generally sold downwards through layers. When the product reaches the end customer, it may go through three or four links or even more, and the enterprise must control the cost and control the retail price of the market. Also have to relocate agents, so their profit margins are very limited. In addition, because agents are the “land snakes” of their respective regions, they have strong independence, especially for some large agents, and there are also acts of “big deception”, so beauty companies can only take “ The principle of joint consultation and peaceful coexistence, the control of sales channels can only be reluctant. In addition, for enterprises that want to implement long-term development, brand building is a necessary path, and brand building may touch many interests of agents; for agents, it is to establish a brand. There will be no "cold", but only "profit-seeking", so there must be resistance to the brand-building policy that companies touch their own interests, and of course they will not be active.

In the daily chemical market, there is a phenomenon that cannot be ignored. That is, brand products that are deeply loved and praised by consumers have many effects, or they are called “no effect, no side effects”. "Products, these low-priced, low-quality products have seriously affected the reputation of the daily chemical industry; and the professional beauty line because of its narrow sales channels ( basically only through the beauty salons throughout the country towns as sales terminals ) , while staff Promote marketing strategy ( mainly relying on business personnel, beauty instructors, beauty instructors and other regional markets, sales terminal marketing and technical services ) , due to limited sales and high channel promotion costs, etc., a set of products in the terminal beauty salon or A set of beauty treatments ranging from a few hundred yuan to a few thousand dollars can be said to be everywhere. Taking the price of daily chemical products as a reference, this costly luxury consumption can only discourage the occupational wage earners with limited income. Seeking the combination of daily and professional, and narrowing the gap between product prices and technical services between the two, will be the core of daily new and professional brand new manufacturers seeking new marketing breakthroughs.

There is an old saying in China that "tailoring clothes and eating vegetables" is full of the philosophy of survival of the fittest. In the modern business economic circle where the market operation is becoming more and more formalized, the pattern of eating fresh food is outdated. Many companies choose to do things honestly and down-to-earth. As for the advantages of daily chemical lines and professional lines. Whether complementarity can generate income for enterprises is not only a matter of talking, but also how the two complement each other! But in any case, the combination of the two is a good direction for the company to adapt.